Klaviyo Segments and Flow Architecture for VenueSumo

Last updated: May 10, 2026

This guide outlines the recommended Klaviyo segment setup and the correct flow architecture to ensure emails trigger reliably based on real customer actions.

Segment: Everyone in Account

This is the correct way to group everyone in your Klaviyo account without actively subscribing them.

This segment automatically includes every profile with an email address and updates in real time, including profiles created via API, imports, or tracked events. It requires no manual maintenance, and while it can be used for broad targeting, Klaviyo still enforces consent and suppression rules. This makes it a reliable source of truth for campaign targeting and reporting.


How to create the segment

  1. In Klaviyo, go to Lists and Segments
  2. Click Create List or Segment

  3. Select Segment

    Name the segment “All Profiles (VenueSumo)”

    Set the definition to:

    • Properties about someone
    • Email
    • Is set

Important notes about segments

Segment-triggered flows do not fire simply because someone exists or a profile updates. Segments are primarily designed for campaign targeting, not for flow triggers. For reliable automation, flows should always be triggered by metrics.


Klaviyo Flow SOP Using VenueSumo Metrics

This SOP outlines recommended Klaviyo flow use cases for Family Entertainment Centers. These flows are designed to increase repeat visits, party bookings, memberships, and per-visit spend, without duplicating the transactional emails already sent by the VenueSumo platform.

VenueSumo already sends booking confirmations, waiver confirmations, and customer feedback emails. Klaviyo should be used for lifecycle marketing, intent capture, and retention.

Supported Metrics for Automation

The following VenueSumo metrics are supported and recommended for Klaviyo flows:

  • Booking Checkin
  • Active on Site
  • Ordered Product
  • Waiver Signed

All flows in this SOP use these metrics to ensure reliable triggering.


Metric: Booking Checkin

Purpose

Trigger retention, loyalty, and referral activity based on real attendance.

  • Book-again incentives for local families
  • Loyalty or visit-count program enrolment
  • Referral prompts such as “Bring a friend next time”
  • School holiday reminder flows based on past attendance
  • Special food & beverage offers from the cafe while in venue via SMS or email

Best Practices

  • Delay emails 12 to 24 hours after check-in
  • Use visit frequency to tailor messaging
  • Prioritise first-time visitors over regulars

Metric: Active on Site

Purpose

Support parents who are researching options, pricing, or parties, and gently assist conversion without pressure.

  • Party planning assistance for visitors viewing party pages but not booking

Best Practices

  • Limit to one email only
  • Use helpful, non-urgent language
  • Enable Smart Sending
  • Avoid discounts or hard CTAs

Metric: Ordered Product

Purpose

Drive repeat visits, increase average order value, and transition casual visitors into higher-value customers.

Recommended Use Cases

  • Bounce-back offers for the next visit (14 to 30 day window)
  • Membership or multi-visit pass education after a first visit
  • Birthday reminder capture for party bookings
  • Upgrade nudges for food, arcade credit, socks, or photos

Best Practices

  • Use conditional splits for party bookings vs casual play
  • Avoid re-sending confirmation-style messaging
  • Time offers after the visit, not immediately after purchase

Metric: Waiver Signed

Purpose

Improve group readiness, reduce front-desk friction, and reassure parents before arrival.

  • Parent-focused “What to expect on the day” education
  • Group completion reminders for party guests
  • First-time visitor reassurance about safety and staff supervision
  • Junior-specific guidance for age zones and supervision rules

Best Practices

  • Keep messaging practical and reassuring
  • Avoid promotional content
  • Use this metric closer to the visit date

Win-Back Guest Flow

Goal

Re-engage past guests who have attended before but have not returned, and encourage a repeat visit without relying on heavy discounts.

Why this flow works

This flow is triggered using Booking Checkin, which ensures only real attendees are included. No-shows, cancellations, and refunded bookings are automatically excluded, making this one of the highest quality audiences you can target.

Trigger setup

Set the trigger to Metric and select Booking Checkin.

Add flow filters:

  • Has not triggered Booking Checkin in the last 30, 60, or 90 days (choose one based on visit frequency)
  • Email is not blank

Optional exclusions:

  • Members or active pass holders
  • Staff or internal test profiles

This should be a low-frequency flow spread over time.

Recommended timing:

  • Email 1 sent 30 days after last visit
  • Email 2 sent 60 days after last visit
  • Email 3 sent 90 days after last visit

Do not exceed three emails in this flow.

Email 1: Soft reminder

Timing: 30 days after last Booking Checkin

Purpose: Gently remind families of their previous visit and lower the mental barrier to returning.

Content guidelines:

  • Friendly, conversational tone
  • Reference their last visit
  • Highlight what kids typically love about the experience
  • No discount required

Suggested CTA:

  • Book your next visit
  • View upcoming sessions

Email 2: Value nudge

Timing: 60 days after last Booking Checkin

Purpose: Provide a reason to come back without training guests to wait for discounts.

Content guidelines:

  • Highlight what is new or improved
  • Reference school holidays or weekend availability
  • Offer a bonus rather than a discount (extra play time, bonus arcade credit, free socks)

Suggested CTA:

  • Plan your next visit
  • View holiday sessions

Email 3: Incentivised win-back

Timing: 90 days after last Booking Checkin

Purpose: Recover guests who have gone cold.

Content guidelines:

  • Clear incentive with an expiry
  • Emphasise ease and convenience
  • Remind them waivers and profiles are already set up

Suggested CTA:

  • Come back and save
  • Redeem your return offer

Recommended incentives for FECs

Use incentives that protect margin and encourage habit formation:

  • Free socks or grip socks
  • Bonus arcade credit
  • Extra weekday play time
  • Family bundle pricing

Avoid discounts where possible, add value instead.


Pre Birthday Notification


Goal

Proactively identify upcoming child birthdays and prompt parents to consider a party booking or special visit before they make plans elsewhere.

Why this matters

In Family Entertainment Centers, birthday parties are a high-value, once-per-year opportunity. A timely reminder sent before the birthday planning window opens significantly increases party conversion and repeat visits.

Option 1: Date-based trigger (recommended)

Use a date property associated with the child or booking profile, such as child birthday or dependent birthday.

Option 2: Metric-based proxy

If a birthday date is not stored, use Ordered Product or Booking Checkin combined with party-related properties to infer upcoming birthdays.

Flow setup using a date-based trigger

  1. Create a new flow in Klaviyo
  2. Choose Date Property as the trigger
  3. Select the child birthday date property
  4. Set the flow to trigger 30 to 60 days before the birthday

Add flow filters:

  • Email is not blank
  • Has not booked a birthday party in the last X months

Optional exclusions:

  • Existing party bookings for that birthday period
  • Members with included or unlimited party benefits

Flow setup using a metric-based alternative

  1. Create a new flow

    Set the trigger to Metric and select Ordered Product

    Add filters such as:

    • Booking type equals casual play
    • Child age within party range
    • Has not booked a party

Add a delay aligned to typical party planning windows, usually 3 to 6 weeks after the last visit.

Email content guidelines

Purpose

Prompt early consideration, not urgency.

Recommended content:

  • Friendly acknowledgement of the child’s upcoming birthday
  • Position the venue as an easy, stress-free option
  • Highlight popular party inclusions
  • Reassure parents that planning is simple and handled

Suggested calls to action:

  • View party packages
  • Check party availability
  • See birthday options

Avoid discounts in the first email and focus on convenience and experience.

Optional second touch

Timing

Send 7 to 10 days after the first email, only if no party booking has occurred.

Content focus:

  • Limited party availability reminder
  • Popular time slots filling quickly
  • Optional light incentive such as a bonus add-on

Do not exceed two emails in this flow.


Summary

For reliable automation in Klaviyo, always trigger flows using real customer actions rather than segments. Use segments for campaign targeting, and metrics for flows. This architecture ensures higher deliverability, better timing, and a more relevant experience for your customers.